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Digital Advertising Basics


Google PPC Basics (2/10/2020 - Notes below video)

Google PPC Client Value

PPC provides value to a client, in that, keywords and keyphrases are “bid on” in an online Google auction based on a Cost-Per-Click bid set by us at TSL.  We monitor and optimize to try to drive the cost of what we have to bid in order for our ads to show for the client, while always trying to increase conversions at the same time. 

Client gets value out of being able to control content that is shown based on KWs that are immediate.  As long as we are eligible for the auction, we can show ads for keywords that require more time from an SEO standpoint.  This one reason why SEO and PPC go hand-in-hand!

Types of Google PPC Ads

  1. Search – Bid on keyword and have control over many factors. (KWs, Ads, LPs, etc.)
  2. Display Network (For now I would recommend only using Display Network for “REMARKETING”)

Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.

  • Pixel added to a user’s computer and tracks them to show ads when they have visited any page of the clients site in the past 30, 60, 90 days (Set by TSL)

General Overview of Options

  1. Geotargeting – Can target ads down to 1 mile of a location.  Example: QAD – ERP… Specializing in ERP for Manufacturing – can target known manufacturing cities – or even towns.
  2. Dayparting – provides control over the Day(s) and hour(s) which TSL or the client wants to show ads.  Because the client is charged each time an ad is “clicked”, there are some common practices that we tend to follow. We usually start right away by only showing ad Monday -Friday from 6:00am to 9:00pm.  Why:

    *  Google ads only allows you to set one time zone, so 6am to 9pm captures a typical workday across all time zones.  (For North American clients)
    *  Generally speaking, folks searching for an ERP solution will do so during business hours.

    C.  Demographics – With Search campaigns, Google allows you to control (if they know), age, and income level.  So we “generally” don’t target:

    - Don’t Target 18-21yr old or 65+ year old, as they aren’t most of our client’s decision makers.
    - Don’t Target incomes that are not in the top 20%.  Generally, decision makers are Director level or higher, so we can reduce “clicks” that are unlikely to be a good lead for our client.


Google is all about relevance and we should all be also.  Relevance is what makes for the best user experience, as a searcher that clicks on an organic search result or a paid ad, is doing so with an expectation to find the information that they are looking for.  SEO and PPC are similar on this front because Google wants the searcher to find what they are looking for and not be frustrated or misled.  If Google’s core principle weren’t always focusing on this, searchers would move to another search engine, or a new search engine company we haven’t even heard of yet would be able to fill the void/vacuum. Therefore Google rewards relevance:  Why it may help for Sales/PM to understand this?

Quality Score

From start-to-finish, everything that goes into a new campaign is well thought out to get the best “Quality Score (QS)” which lowers the amount of money that we have to bid on for keywords.  It lowers the Cost-Per-Click CPC and ultimately the Cost-Per-Conversion.

  1. Campaign name
  2. Ad Group
    • Named after the keywords that will be targeted
    • Relevant ads are also able to be written that are relevant to the KWs in the ad group (very important)
    • Landing pages can be created that include the relevant KWs in the ad group (very important)
  3. Ads
    • Need to be relevant to the KWs, landing page, and the conversion (what the user can expect to find when they click the ad)

Landing Page elements are important to SEO and are designed to send signals to Google that show relevance. Read more here.


Google PPC Strategy and Setting Client Expectations (5/12/2021)

Paid Ad Product Guide PowerPoint slides reviewed in video below are linked here.



LinkedIn Ad Spend Setup

  • If you have ad spend included in the project budget:
    • x
  • If you do not have ad spend budget included in the project, and will pay directly:
    • x
  • Options to pay for click spend:
    • Credit card payment: We either have the customer's OR TSL's credit card associated to the account. If click spend was included in the TSL project budget, we would have TSL's credit card associated to the account since the customer has passed their click spend budget through TSL to manage payment.
    • Invoicing: Allows customer to run ads up to a certain dollar limit for 30 days prior to payment. After 30 days an invoice is sent and payment is required.


Google Ad Spend Setup








PM Setup & Customer Email Prior to Kickoff


? Is an internal call even needed?


Client Call Agenda (Strategy Setup Focused)

  • Manager holds an internal call with ad manager to discuss knowns/unknowns prior to the client call. Agenda:
    • Ad budget amount and whether customer is paying directly or if spend is included in our project budget
    • What are we promoting (an offer such as a survey incentive or a demo session, content such as an eBook)?
    • Where are the landing pages to be used?
    • Are there thank you pages for the landing pages? How are we getting notified or tracking leads?
    • Does the customer have an existing ad account? If yes, do we have access? If we do not have access, has the manager requested it/coordinated?
    • Has TSL done this type of advertising for the customer before?
    • Are there other tools such as Hubspot that we need to integrate?
    • If Google ads:
      • Are we doing just search, or search AND display?
      • Do we have access to set up goals, remarketing, phone and email click tracking, etc.?
    • If LinkedIn InMail ads:
      • Who will be the Sender of the messages?
    • Does the customer have a privacy policy on their website? If no, address recommendations on call and/or recap in email as stated below.

    • Ad Targeting
      • Geography:
        • Is national allowed if budget permits?
        • Which regions or states to include?
        • What regions or states should specifically be excluded?
      • Industry:
        • Exclude SLEd?
        • Exclude Federal Government?
      • Company sizes:
        • Minimum employee count
      • Roles/Titles:
        • Do we need to refine from the "IT managers and above" default?
        • Titles to specifically include:
        • Titles to include outside of IT:
  • Manager holds a 1-hour ad planning call with client and ad manager to discuss strategy. Agenda:
    • Answer any unknowns from the list above. 
    • Get client insights about keywords, competitors, landing pages
    • Gain access to ad accounts by client walkthrough on the call or sending the Digital Access Instructions Guide slides (include access/platforms as relevant for the campaign)
    • If customer's website does not have a Privacy Policy:
      • The manager should speak to TSL's standard recommendation to the customer (TSL does not write privacy policy copy, but we will implement it on the site)
        • "We did not locate a privacy policy on your website, and recommend that you create one."
        • [IF APPLIES if doing LinkedIn advertising with LeadForms]: "In addition, the LinkedIn advertising that we recommend running for our campaign utilizes LeadForms, and a requirement of use is that the site ads drive traffic to have a privacy policy."
        • "Your privacy statement needs to accurately reflect your site's data collection and use. It should be clear, direct, easy to understand, and should incorporate the types of information you will collect from visitors to your website. We recommend that you reach out to your legal team for guidance in the creation of your privacy policy. Please send it over in a Word doc once finalized."
    • Ad manager performs 1-2h of keyword research
    • Manager and Ad Manager hold a 30-min call to review keyword findings and confirm plan is on the right track
  • Manager submits Expense Sheet to Request PO for ad spend
    • Note: Initial spend PO is capped at $5,000. Performance will be re-evaluated and PO can be increased at that time.
  • Manager posts Project Request in Clarizen with following details:
    • Ad platform and format (LinkedIn Sponsored Update, LinkedIn InMail)
    • URLs of the landing pages, website pages, content where the ads will link to
    • Audience
    • How many images are needed?
    • Branding guidelines and logo
    • Are these meant to be branded to align with another company? If so, check below section on Branding to verify this is allowed.
  • Ad manager posts ad copy in reply to project request
  • Designer creates ad images


Ad image size specifications:

  • LinkedIn 
  • LinkedIn Video Ads [As of 10/9/2020]
    • TSL designer time required per video: 2 hours 
    • Video Length: Three seconds to 30 minutes possible (LinkedIn recommends no more than 15 seconds)
    • File size: Between 75 KB and max of 200 MB
    • File format: MP4 only
    • Frame rate: Less than 30 Frames per second
    • Pixel and aspect ratio requirements:
      • Landscape:
        • 360px (480 x 360; wide 640 x 360)
        • 480px (640 x 480)
        • 720px (960 x 720; wide 1280 x 720)
        • 1080px (1440 x 1080; wide 1920 x 1080)
      • Square:
        • Minimum: 600 x 600px
        • Maximum: 1080 x 1080px
      • Vertical:
        • Minimum: 500 x 625px
        • Maximum: 1080 x 1920px 
    • Video ads created with a 1:1 aspect ratio must have a minimum resolution of 600 x 600px, and a maximum resolution of 1080 x 1080px.
    • Audio format: AAC or MPEG4 only
    • Audio size: Less than 64KHz
    • Video captions: uploaded in SRT format only 
  • Google - Responsive Display Ads [As of 8/2020]
    • Avoid text. Text may cover no more than 20% of the image. Note: To fit in some ad spaces, your image may be cropped horizontally - up to 5% on each side.
    •  Image
      • Landscape (1.91:1): 1200 × 628 (min required: 600 × 314, max file size: 5120KB)
      • Square: 1200 × 1200 (min required: 300 × 300, max file size: 5120KB)
    • Logos:
      • If you choose the upload option, keep in mind that the logo should be square per dimensions below, but for best rendering it is also recommended to add a landscape logo.
        • Square: 1200 × 1200 (min required: 128 × 128, max file size: 5120KB)
        • Landscape (4:1): 1200 × 300 (min required: 512 × 128, max file size: 5120KB)
      • A transparent backgound is best, but only if the logo is centered.
  • Google - Custom Banners [As of 8/2020]
    • Here are a couple of different opinions on top performing ad sizes. All available sizes are below:
      • Ad Size#1: 300×250
      • Ad Size#2: 336×280
      • Ad Size#3: 728×90
      • Ad Size#4: 300×600
      • Ad Size#5: 320×100
    • Top-Performing Ad Sizes and Other Supported Ad Sizes are listed on Google Ad Manager Help Site.



Some companies allow ads to be branded (in visuals, in search terms for Google) and others do not. [Updated August 2020]


  • IBM
  • Cisco
  • VMware

Do Not Allow:

  • Dell


Loading a Matched Audience List in LinkedIn